Can Lyall Gorman’s brand focussed business smarts rebuild the Cronulla Sharks?

It was with interest then that this weekend I stumbled across an interview in The Age with the former executive chairman Lyall Gorman discussing the important role the Wanderer’s brand played in the development of the club – including the playing list.

Take your customers (and your people) on a journey.

The end goal for any branding exercise is to enact some sort of behavioural change from your target audience – become a long term client, prefer your brand of cereal, wear your brand’s clothing, donate time or money to your charity, subscribe to your blog, share your tweet, or in the case of many a Harley Davidson fan–have your logo tattooed on their bicep because they love your brand so much.